Many consumer packaged goods (CPG) companies have yet to understand the importance that the entire packaging value chain has on their overall route-to-market and do not consider packaging digitization as a core business priority.

Jean-Dominique Boffa, director of product management: advertising at eBay, spoke with eMarketer’s Tricia Carr about how header bidding came to be, and what it means for the future of programmatic advertising.

Despite negative headlines highlighting the potential pitfalls of automated media trading, advertisers are voting with their pockets and continuing to invest in the technology, with an estimated £3.39bn set to be spent on programmatic by the end of 2017.